record-breaking space jump from 127,900 feet is cited within the advertising industry as an example of advertainment within compelling content. In the beginning of advertainment, it was much easier to close on placement deals because they were considered “value-added propositions” and most importantly were free. In today’s world, successful advertainment is more elaborate and requires more extensive work and planning as well as experts in the promotion, advertainment, entertainment and communication industries, ad agency executives say. Advertainment can have other roles in society. It can be used to communicate messages of social welfare, such as carrying safe-sex messages to developing nations through radio dramas. This type of advertainment is known as edutainment. Legal Considerations There are few recent regulations surrounding advertainment. However, there are sponsorship disclosure laws that can be loosely applied from the Radio Act of 1927, where radio broadcasters were required to identify the sponsors of their programs. There are additional regulations in Section 317 of the 1934 Communications Act, where broadcasters are required to disclose any “service or other valuable consideration” that is “directly or indirectly paid, or promised to or charged or accepted by” those producing the program, unless the consideration was offered free of charge. The Federal Communications Commission (FCC) has also ruled that on-screen disclosure “should be” in the end credits, but this is rarely enforced. The Federal Trade Commission (FTC) has regulations surrounding deceptive advertising, but they also state that advertainment does not make ‘objective claims’ about a product, so the rules do not apply. Some consumer groups have advocated for stronger regulation, however no new regulations have been passed. Ethical Considerations Consumer Perspective Advertainment has been compared to subliminal messaging in advertising. Consumer advocacy groups argue that advertainment is deceptive in part because it can be so subtle that sometimes consumers do not even recognize the fact they have just viewed a commercial. The dangers to consumers are tangible, critics argue, and consumers require added sophistication to address them. "Deceptive marketing harms consumers’ health, welfare and financial resources, reduces people’s privacy and self-esteem, and ultimately undermines trust in society. Individual consumers must try to protect themselves from marketers’ misleading communications by acquiring personal marketplace deception-protection skills that go beyond reliance on legal or regulatory protections," wrote the authors of "Deception In The Marketplace: The Psychology of Deceptive Persuasion and Consumer Self-Protection." Where children are concerned, many parents believe the idea of explicit